#MARKETING FAIL: no roi, on purpose

This billboard is one of the worst Ads I've seen in a while, I actually thought of ways it could be worse and got lost for ideas. If it isn't obvious I will spell out why this is probably one of the worst spent marketing dollars to date and here is why:
1) There is no way to follow up with this add other than the QR code (which I'm sure was intentional to force people to use the QR code except not leaving any other options doesn't convert it higher but actually gives no other chance or opportunity to connect with this campaign. How so might you ask?

• There is no #hashtag to look up or remember later
• There is no twitter handle associated
• No keywords or name of campaign
• No website or Facebook page listed

2) No Branding or Campaign knowledge is given other than a child and AIDS even worse its hardly branded for either

• There is no AIDS ribbon, red ribbon, or branding around HIV / AIDS
• We have no idea who this child is, or how it relates to HIV / AIDS
• Lots of dead and unused space around QR code

3) Video Contest without instructions, place to find instructions or any branding around video. In fact its a QR code and no other mode to follow-up similarly. There should be a place to direct those that want to participate. How are we suppose to "Watch and Inspire" while waiting for a train and if this ad is specially for a station why no icons or images around trains or transportation?

• No way to know or find how to watch videos
• No way to know or find how to submit videos
• Contest has no name or campaign name

This ad does no justice for the cause, marketing campaign, point of more users, branding of either AIDS or Chevron, or intent to pull users in. Chevron would have been better off making a poster with a big AIDS ribbon that said #chevroncares. That's it.